JAX is used by almost every large genAI player (Anthropic, Cohere, DeepMind, Midjourney, Character.ai, XAi, Apple, etc.). Its actual market share in foundation models development is something like 80%.
Also JAX is not just for TPU. It's mainly for GPU. It's usually 2-3x faster than torch on GPU: https://keras.io/getting_started/benchmarks/
Far more industry users of JAX use it on GPU compared to TPU.